The company issued a press release proudly touting the October sales of its hybrid C-Max, and comparing them to the Toyota Prius V wagon, which sold 2,769.

As Ford’s first dedicated hybrid–a model that has no standard gasoline version–the C-Max has to compete against the best-selling Toyota Prius, now a range of four cars including a plug-in hybrid version.

One of its jobs is to lure new customers into Ford showrooms in hybrid-heavy markets like the West Coast. (Those markets notably do not include Michigan, Ford’s home state.)

And according to Ford, it’s working.

“One in four C-MAX Hybrids sold in October were sold in California,” the release said, “with Los Angeles as the best-selling region and San Francisco following in second.”

“Initial conquest data show that more than 70 percent of C-MAX Hybrid buyers traded in a competitive model or added it without trading in another vehicle,” Ford continued.

“And one third of C-MAX Hybrid customers in October said they cross-shopped the Toyota Prius and Prius V.”

The Toyota Prius line as a whole sold 16,774 units in October, and Toyota also sold hybrid models of several of its conventional cars as well, for a total of 20,273 hybrids last month.

Ford’s total of 4,612 hybrids sold in October, while its best month ever, still puts it in second place in U.S. hybrid sales overall–but decisively ahead of Honda, which sold 948 hybrids throughout the month.

The one remaining question about the C-Max Hybrid is its real-world gas mileage. Green Car Reports has now done two short tests of Ford’s latest hybrid (here and here) and has not come close to its rated efficiency of 47 mpg combined.

While the 144 C-Max Energi plug-in hybrid sales in October came as a surprise, Ford notes that the car is now on sale at Ford dealerships that have been certified to sell plug-in cars in half the states in the country.

Its role is to compete head-to-head with the Toyota Prius Plug-In Hybrid, which has a lower electric range–6 to 11 miles–but carries the trusted Prius name.

At the National Automobile Dealers Association convention in Orlando, FL on Sunday, Ford’s President of the Americas Mark Fields announced the first new product for Mercury in several years. The fate of Ford’s middle brand has been in doubt for over a decade as models like the Tracer, Sable and Cougar have been discontinued. In what’s surely welcome news to Lincoln/Mercury dealers, Fields informed NADA that Mercury would get a new small car based on the new global compact platform that underpins the forthcoming 2012Focus and Grand C-Max.

The new baby Mercury will be one of 10 different vehicles that come off that platform and it’s expected that a small Lincoln based on the Concept C that debuted at the 2009 Detroit Auto Show will also join it. TheMercury Mountaineer is not expected to be replaced when the new Explorer debuts later this year, leaving Mercury with the Milan, Mariner and the new compact. Fields gave no other details about the new car, but it could be a version of one of the other European Focus models, such as the coupe-convertible or the smaller five-seat C-Max.

The wait for an all-new Ford Focus in North America will soon be over as Ford has announced that it will debut the car at the Detroit Auto Show in January. The Detroit festivities will mark the global debut of the new global Focus that will be sold here, Europe and the rest of the world.

The Ford Focus shares its platform with the C-Max and Grand C-Max that are debuting in Frankfurt this week. North American hatchback fans will be happy hear that the five-door form factor is returning alongside the four-door sedan. Initially, we won’t be getting a three-door hatch, but it’s a start. The overall look will be very similar to what we see in the C-Max twins, especially at the front and along the sides.

The new Focuses for North America will be built at two U.S. assembly plants in Michigan and will go on sale about a year from now. Ford isn’t announcing its powertrain plans yet, but the 1.6-liter EcoBoost will likely find a home in these cars before long.